Selective Targeting
Learning Outcomes Pass Criteria Covered
LO1 1.1 Explain the various elements of
Understand the concept and process marketing process
of marketing
LO3 3.1 Analyse the additional elements of
Understanding the individual elements the extended marketing mix
of the marketing mix
LO4 4.1 Plan marketing mixes for two
Be able to use the marketing mix in different segments in consumer markets
different contexts 4.2 Illustrate differences in marketing
products and services to businesses
rather than consumers
4.3 Show how and why international
marketing differs from domestic marketing
Merit Grading Criteria
M1- Identify and apply strategies Judgements have been made that are
To find an appropriate solutions justified by adequate support explanations
and information
M3- Present and communicate The appropriate structure and approach
Appropriate findings have been used in a logical and coherent
way
Distinction
D1- Use critical reflection to evaluate Conclusions have been at through
Own work and justify valid conclusions synthesis of ideas and have been
Justified
Self – criticism has taken place and
Realistic improvements have been
Proposed
D3-Creative thinking Effective thinking has taken place and
Applied to the marketing strategy
Summary of tasks:
With the product or service you have been working with you will build a marketing plan. You will start by using or improving the SWOT analysis for your previous assignment. You will analyse the extended marketing mix accordingly and come up with a new strategy for targeting 2 different segments (e.g. children and adults) in two different countries. However, in this assignment you will have to show how your plan deals with the B2B process.
At the end of this paper you will also write a short explanation of the marketing process and compare it to what you thought marketing was your first day of class.
Below are closer specifications as to how to answer the ‘pass criteria’ points so that they relate to your product:
For 1.1 – Give a brief explanation of the various elements of the marketing process and compare it your point of view at the beginning of the course.
For 3.1 – Work on the other 3Ps and use others if you wish.
For 4.1 – Remember that marketing strategies are not always the same for different cultures or ages; explain what different strategies you would use for each with the Ps.
For 4.2 – Explain how marketing you product/service to a business is different than marketing to consumers.
For 4.3 – Analyse the differences between domestic marketing and international marketing according to your product or service.
Required Work and Format:
• To justify your opinion and answers, you MUST state SPECIFIC DETAILS from the SWOT analysis you have created. And apply it to the extended marketing mix.
• There is no black and white answer to your analysis, therefore always justify your answers based on the SWOT and the targeting strategy you have chosen.
• State at least 6 sources you based your work on. All sources of information must be referenced correctly using the Harvard Referencing Style
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